What is the impact of a nano-influence campaign in the Food industry ?

With an increasing mistrust of Internet users regarding the content published by brands, UGC (User Generated Content) allows them to reconnect with their consumers through the generation of authentic content published by their peers.

 

The benefits of nano-influence campaigns in the Food industry

Brands in the agri-food sector face many challenges, including the difficulty to communicate to consumers the taste and quality of their products. Indeed, images and videos broadcast on television or social media can certainly make some people’s mouth water, but consumers are still suspicious of the content published by brands.  
Nano-influence overcomes this barrier since 68% of consumers trust online reviews, even if they are posted by a complete stranger
, according to an Influencia study.

Social media are also an extremely effective channel to communicate about a brand from the agri-food industry as this sector captivates: according to a Digimind survey, 27% of Instagram users share photos or videos of their meal and 35% watch photos or videos of food. They are also very present since food enthusiasts connect on average 18 times a day to Instagram according to the same source.

 

The Mamie Nova and Jacquet campaigns

Sampleo has supported many brands from the agri-food industry in their nano-influence campaigns such as Mamie Nova and Jacquet. Following a study conducted by the IRi Institute (one of the world-leading leading insight company), very positive in-stores sales have been observed . Indeed, during its nano-influence campaign, Mamie Nova saw its sales of product ranges tested by Sampleo ambassadors increase by 9% and 7% over a longer term period. As for all its products, their sales increased by 4.4% during the campaign. As a result, its ROI (Return On Investment) has doubled. 
Concerning the campaign for Jacquet brand, sales of the products tested increased by 11.1% throughout the campaign – including a 15% increase for the sales of its core product – and 6.2% over the longer term. The brand also saw an increase in sales of all its products, with sales increasing by 4.5% during the campaign.
The actions carried out by nanoinfluencers, whether by generating reviews on sites or publishing photos or videos on social media, have enabled both brands to develop their notoriety, reconnect with their consumers and ultimately increase their sales.

If you too would like to conduct a nano-influence campaign or simply find out more about influencer marketing, contact us.

 

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